How the TikTok ban impacts creators

Many creators have already fled to competing platforms, but is replacing TikTok really that easy?

Transcript

00:00One challenge is that many influencers and many creators on TikTok haven't necessarily been using other apps.

00:07They haven't been building an audience or building an email list, a customer list, anything like that.

00:13Their presence has been very much built on TikTok. Their connections are on TikTok.

00:18And so that sort of lack of portability of that audience is going to cause many of them to take a hit.

00:23And so ultimately, for many creators who have taken the time to develop vertical video,

00:29specifically short form vertical video, and move things in that direction,

00:34they may not be able to attract that same audience as easily when they move over to those other algorithms,

00:39to those other platforms.

00:41Just the way that they get eyeballs on what they're doing is ultimately going to fundamentally change.